Rongali- A flower Shop Brand Manual

THE BRAND

Our brand is a local flower store in Guwahati, Assam that didn’t have a name or even a face. But somehow the family-run business thrives in a interconnected ecosystem of flower purchase and delivery.

We picked the name ‘Rongali’ derived from ‘Rong’ meaning ‘full of life’ in Assamese.

Target audience

A GIFT FOR THE COMMUNITY

Rongali focuses on not just providing flowers but also creating lasting memories for its local community (youth and above). Building on trust and loyalty, the brand strives to create a rapport with their clients and families.

Loyalty Collaborative Family Comfort

The mission and vision

‘Rongali intends to lead a people-connected business that prioritises the selling & reusability of the flowers.’

rongali

Logo

Logotype

PRIMARY LOGO AND SYMBOL VARIABLES

Implementing the logo and symbol in different situations appropriately can be a challenge. And so three versions of the logo are made for that purpose.

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PRIMARY

SECONDARY

SECONDARY

Anywhere between 64px and 129 px height is a comfortable height for online and other digital deliverables. But below 64px point height it’s better to use the motif part of the logo.

“A structured method on spacing for the logo hence allowing it to breathe when placed in different situations”

LOGO IN COLOURS

Putting the logo in our brand colours. The main point here is that its flexible to be within monochromatic schemes.

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MONOCHROMATIC LOGO OPTIONS

On some occasions we may require the use of monochromatic options.

Here are our recommendations:

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When applied on a light background

When applied on a dark background White on black

Cadillac white on dark greens

COLOUR PALETTE

Why did our flower shop pick green and brown as part of our main colours? Because we believe that a flower starts its journey as a seed, and green is the first thing we see before it flourishes into a vivid colour and wilts into a brown. But our journey doesn’t end there. We repurpose them into soaps, oils and candles with pastels as below. The colours we use represents our journey.

Hex code: #142F2A

Hex code: #B7C08A

Hex code: #E2AC44 Hex code: #944E2D

Hex code: #D5E0E1 Hex code: #EACFCC

Hex code: #F9F8F1

Hex code: #FFFFFF

R=20 G=47 B=42 R=183 G=192 B=138 R=X226 G=172 B=68 R=148 G=78 B=45 R=213 G=224 B=225 R=234 G=207 B=204 R=249 G=248 B=241 R=255 G=255 B=255

PATTERNS

Our motif has the possibility if creating patterns in any angle and compositions. Whether you use the motif whole or rip it apart, the different elements can create a bigger component which allows us to generate yet another pattern. Seriously, try it. Take a petal. Or 2 or even the whole thing and playyyyy.

USE CASES

Where

Well first we need a shop nameplate as they don’t have one yet.

Next is our main product! The flower bouquets packaging.

Then we have our secondary productssoap, candle and essential oil packaging.

And lastly our large baskets at the drop off point that collects used flowers.

do we intend on pasting our brand?

PHOTOGRAPHY

Our photographs are quite colourful. Yes, quite literally the entire colour wheel. Which is why we have left a lot of our background and elements on websites and other platforms a mellow colour tone. So that our images and illustrations stand out for themselves.

ILLUSTRATION

The illustrations are mainly made for our storytelling purposes. The illustration backgrounds are patchy shapes with textured bases. The other elements involved are funky cutout features. The only element that isn’t quite an illustration within our illustration is the flowers, which is a top view version of our flowers.